Free ad-supported streaming TV (FAST) is becoming an increasingly important part of the connected TV (CTV) landscape as audience interest skyrockets, per a new Wurl study. Brands can view FAST as a core part of the CTV media mix, leveraging early-adopter advantages while continuing to invest in paid subscription services like Netflix that have lower churn rates.
Bad Bunny will make history at Super Bowl LX as the first artist to perform a halftime show entirely in Spanish. The move comes as Hispanics emerge as the nation’s most engaged digital video audience, with 83.7% penetration and nearly 56 million monthly viewers. It also arrives at a politically charged moment: Bad Bunny has openly criticized Trump-era policies, endorsed Kamala Harris, and refused to tour the US over ICE concerns. For brands, his Spanish-only set underscores the growing importance of bilingual and Latino audiences in media and marketing.
Streaming is outplaying movie theaters for most consumers, despite frustration around streamers’ rising subscription prices. Three-quarters of US adults have streamed a recently released movie in the past year instead of watching it in a theater, per an AP-NORC poll. Brands shouldn’t abandon theaters for streaming or vice versa but should instead focus on approaching each channel with a clear strategy. Streaming, especially ad-free tiers, offers data-driven targeting, while theaters offer cultural impact and immersive experiences. Strong campaigns will employ both, using streaming for precision and theaters for impact.
Several channels and platforms saw viewing hikes in August, largely driven by live sports, per Nielsen’s August 2025 Media Distributor Index. The platforms that thrive in an increasingly fragmented media landscape will be those that go all-in on live sports and build a diversified portfolio combining tentpole events like the Super Bowl and emerging growth drivers like women’s sports.
YouTube TV could lose access to programming from NBCUniversal’ Peacock as the companies struggle to reach a distribution agreement. Rather than purchasing ad slots tied to a single platform or broadcaster, leveraging data-driven audience segments will help cut across services to follow fans regardless of where they watch, ensuring continued reach as rights scatter.
Jimmy Kimmel’s return to Jimmy Kimmel Live! drew 6.3 million viewers, the show’s strongest 18–49 demo ratings for a regular episode in more than a decade, despite being blacked out on affiliates covering nearly a quarter of US households. His free speech monologue went viral, surpassing 19.7 million YouTube views to become his most-watched segment ever. The moment underscores both the enduring ability of linear TV to deliver tentpole audiences and the necessity of digital distribution to sustain reach. By amplifying his message, tactics to cancel Kimmel ultimately expanded his audience—proving digital video is now essential to late-night relevance.
Disney is raising streaming prices again; Disney+ ad-free will climb to $18.99 per month, Hulu’s ad tier will rise to $11.99, and bundles will increase by up to $3. The hikes follow similar moves by Apple TV+ and Peacock, as subscription inflation outpaces consumer budgets. Nearly half of US adults have altered streaming subscriptions in the past six months, with two-thirds of cancellations tied to high costs. Disney can point to premium franchises, ESPN, and bundles as value, but modest daily engagement gains make retention a tougher challenge in a saturated market.
Over half (51%) of US teen boys say they’ve made a purchase after watching a YouTube Shorts ad, compared with 43% of teen girls, according to June 2025 data from Precise TV.
DirecTV has launched on Vizio Smart TVs, broadening its reach and opening fresh advertising opportunities for brands, the companies announced Monday. DirecTV’s expansion into Vizio’s smart TVs dramatically widens its streaming footprint and gives advertisers a more measurable, performance-driven environment.
Nearly half of US adults have changed their streaming subscriptions in the past six months, with cost now serving as the top driver of both cancellations and new signups. Two-thirds of those who dropped a streaming service said it was too expensive, per YouGov. As cost sensitivity rises, building trust through easy trials and frictionless exits will be crucial. The platforms that focus on quality service and diverse content over hype and lock-in systems will make their offerings feel more like essential services.
YouTube is an effective channel for reaching Gen Zers as use and creators influence expand, per our 2025 Gen Z Social Media Usage report. Over half (56%) of Gen Z social media users are spending more time on YouTube than they did a year ago, per YouGov. YouTube’s momentum with Gen Z shows its evolution from an entertainment hub to a discovery and shopping engine. Brands need to not only show up, but also design for searchability, optimize creator partnerships, and explore cross-screen viewing and messaging outreach.
Netflix has struck a global marketing deal with AB InBev spanning programming sponsorships, live events like NFL Christmas Day games and the Women’s World Cup, and even beer packaging featuring Netflix IP. For AB InBev, aligning beer with Netflix viewing occasions connects drinking culture to shared entertainment rituals. More than a sponsorship, the deal positions both brands as co-authors of cultural moments across sports, shows, and global viewing events.
Connected TV (CTV) attention metrics (AUs) declined between 2024 and 2025, but remain strong overall, according to our industry KPI data provided by Adelaide. Even with slight declines in effectiveness, Adelaide’s findings prove that CTV is relatively unmatched in capturing audience interest, cementing its position as a key touchpoint for brands looking to connect with broad audiences.
EMARKETER recently published, “Influencer Marketing Budgets Are Growing, But Brand Safety Measures Are Falling Behind.” The report, created in partnership with Viral Nation, analyzes survey responses from 117 US marketers and reveals gaps between influencer marketing investment and brand safety practices. This FAQ explores some key questions addressed by the report.
YouTube is making livestreaming a central pillar of its platform with its most sweeping update yet. More than 30% of logged-in viewers watched live video in Q2 2025, and new features aim to boost engagement and monetization. Updates include YouTube Playables, dual horizontal and vertical streaming with a unified chat, AI-generated highlight Shorts, and side-by-side ad formats that don’t interrupt streams. The company is also enabling midstream exclusivity for members. For creators, livestreaming is now easier to scale and monetize; for brands, it’s a fresh avenue to connect with highly engaged audiences—and increasingly, to drive commerce.
YouTube is piloting Edit with AI, a remixing tool that turns raw smartphone footage into draft Shorts. The system automatically selects highlights, adds transitions, suggests music, and even generates voiceovers in English or Hindi. The goal is to give creators a starting point for Shorts rather than making them edit from scratch, per TechCrunch. For advertisers, this creates a twofold opportunity: more ad inventory and a larger, more engaged audience than on TikTok. Marketers should prioritize Shorts in their media mix now. Test campaigns to remain competitive and build creative strategies that balance AI efficiency with human authenticity.
Snap introduced Snap OS 2.0, the software powering its AR Spectacles on Monday. The update brings a native browser with WebXR support with a customizable home screen and widgets, bookmarks, and multitasking features like window resizing. For marketers, the release signals that vertical, immersive formats will move off the phone and into ambient spaces. Brands should test AR-ready creative now, as early adopters of wearable platforms will shape consumer expectations when Snap, Meta, and Amazon push glasses into the mainstream.
The 77th Primetime Emmy Awards underscored streaming’s dominance in television, with HBO Max, Apple TV+, and Netflix sweeping major categories. Traditional TV was largely absent from the spotlight, with The Late Show among the few exceptions. The ceremony’s cross-platform broadcast—CBS, Paramount+, Showtime, Hulu—reflected shifting consumption habits, as Emmys remain culturally relevant even as streaming platforms cement their awards clout.
Translation tools are collapsing language barriers in video. YouTube rolled out multi-language audio to all creators this week, enabling English, French, German, Hindi, Indonesian, Italian, Japanese, Portuguese, and Spanish translations. Meta added auto-dubbing for Instagram and Facebook Reels in August. Language is the next frontier in the fight for attention. For marketers, the risk isn’t bad dubbing—it’s ignoring the opportunity. Brands that limit content to one language risk ceding global watch time and ad revenues to competitors willing to meet audiences in their own tongue.